How Long To Build A Base?
Time is always important. We have to build a base, build relationships, and build awareness. Build, build, build, and I know that is not what people want to hear, but it is true. You can't just throw a post on Facebook, and all of a sudden the phone is ringing like crazy! You have to slowly build a relationship with followers and friends, so that they will respond to you and pay attention to what you have to say!
What is the length of time? About 3 months is usually a good number. Some clients for us have taken a little longer because of the type of business they have, but most reach a good critical mass by 3 months that provides some positive ROI.
How Many Connections?
The next question is, "How many connections do we need?" There are many answers to that question, but there is some research available to back up what we think is the right answer. Forrester Research published a report that said companies with 100-500 Facebook connections receive 146% more leads than those with 20-100. Well duh... But we think the top number is correct. Once you have reached 500 fans or friends, a company typically starts to see lead generation. 500 fans on Facebook is a good number to target. Until then, you can expect hit or miss results.
On Twitter, we have clients that generate business from 120 connections. Twitter users typically engage more and respond to promotions or specials quicker than on Facebook. Active Twitter users respond quicker because they are checking their streams more often or more connected such as through a mobile device than Facebook.
This brings up another point: be mindful of the types of connections you have. If you reach 500 fans on Facebook, but they are so random that you know nothing about any of them, then you won't see a great response. If you have solicited existing customers, current brand fans, and other specific connections, then 500 is a great number. Twitter is the same way. You must be selective in your connections otherwise your target number starts to climb, and you can't keep up with all of your followers.
